Reid Hoffman argues that the best ideas will always get rejected on first glance. “If you’re laughed out of the room, it might actually be a good sign” says Reid.

This is because the best ideas are contrarian by nature, and contrarian opinions usually get rejected by the status quo. There might be a big blue ocean waiting for you if you can only wade through the sea of “no”s.

Dunkin’ Donuts is dropping the “Donuts” in its branding. According to their CEO, it’s an effort to “increase its reputation as a ‘beverage-led, on-the-go brand'”. An increasingly health conscious consumer tries to stay away from high sugar foods like doughnuts.

Both KFC (F.K.A Kentucky Fried Chicken) and Starbucks (F.M.A. Starbucks Coffee) has successfully diversified their menus in the past.

There’s a pattern here.

Start with a niche, and crush it there. Then diversify and go mainstream.